Engagement Mapping provides insight into not only the last, but also the previous 'touchpoints' (within the Daisycon network), where the visitor has been before a conversion has taken place. Before a visitor makes a purchase decision, in many cases he has already seen various promotional expressions of the same product or advertiser; banners, text ads or other promotional material.
By using the engagement mapping reports, you can more easily determine which media contributed to a visitor's final decision.